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6. Rule #4: Reinforce a Results Culture > The Do’s and Don’ts of Creating a Res...

The Do’s and Don’ts of Creating a Results Culture

Do

•   Focus the organization around brand value—To be the best value, you cannot compete on price alone. You cannot cost manage your way to enduring profitable growth. Galvanize the organization around the value equation.

•   Build brand power—Powerful brands make money. The goal must be to become the identity that is most familiar, the highest quality, and most trustworthy source of a relevant, differentiated promised experience. Remember to focus on the four components of a powerful brand: identity, familiarity, specialness, and authority.

•   Grow brand loyalty—Move your customers up the loyalty ladder. Take care of your most loyal customers.

•   Understand your rejectors—Know why people have problems with you; know why they are turning away. These may be bigger issues than you realize. You may be able to win these people back along with others as well. We had one client who was stunned to learn that consumers had more than 500 problems within his product category even though his particular company continued to make product changes every year.


  

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